The reviews are universally positive, and virtually everyone seems to agree: the HTC One is one heck of an Android device, and quite possibly the best phone currently on the market. Outstanding build quality, great design, fast - and just like the One X before it, it looks like to me it's a far better phone than its Galaxy counterparts. Why, then, is no one buying HTC phones?

I Q2 2012, HTC, having run into financial trouble made it first savings cut in a critical place - advertising.

It did the last thing it should have done, especially as that was also when Samsung decided to massively increase its advertising.

The end result was that even though HTC had a top notch phone, its marketshare plunged from its previous share when it had not as spectacular phones. Samsung increased its advertising and took over the Android world.

The more people know about a product, the more they will consider it so HTC really need to ramp up spending on advertising, but it will take time to get past their mistakes last year when they lost mindshare and marketshare.

The lack of timely updates and upgrades doesn't help the situation either - it isn't just about 'new features' it is also providing prompt updates to address security holes or known bugs that make the experience with their phones less than pleasant. You'll never complete against Samsung in terms of marketing muscle but what you can do is put on a damn solid product and really work with carriers when it comes to training staff and the benefit of the carrier not having to deal with customers unhappy about their smart phone experience because the handset vendor fails to get their act together and provide fixes and updates in a timely manner. Here we are in 2013 and their HTC One X still hasn't received the 4.2 update let alone 4.1 with the excuses still being created - doesn't speak to highly of those customers who spent $799 for a phone that HTC can't be bothered supporting.

Regarding the reason I haven't gone for Android let alone HTC - HTC has refused to provide a synchronisation tool - so either I have a choice of a Samsung which refuses to provide a version compatible with Mac OS X 10.8 or HTC which provides no software for Mac users hence my only choice in terms of smart phones is the iPhone 5. I want choice but goddamit is it too much to ask to create a basic synchronisation tool like Microsoft has done with its Windows Phone 8 (btw, I have swore off Windows Phone 8 after a negative experience with the Nokia Lumia 920 I had).